The Art Of Persuasion: Aligning Consumer Goals With Level Of Abstraction

Executive Summary

The researchers found that when consumers aimed to fulfill aspirations and satisfy achievement goals, more abstract messages - for example, those highlighting the freedom TiVo provides - stimulated favorable brand evaluations. People experience a heightened sense of engagement when they process information that fits with their goals. When the level of abstraction fits the goal, people understand messages better and are more easily persuaded. The key to an effective message is finding the fit between the consumers' goals and the level of abstraction.